Dreamforce 2010: Sales Cloud Integration: Accelerate CRM Adoption and ROI


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  • West 2007 – 2:15-3:15pm on Tuesday Dec. 7 th 2010
  • Visit http:www.informaticacloud.com for more information.
  • http://www.cio.com/article/603702/Which_Apps_Should_You_Move_to_the_Cloud_5_Guidelines?page=2&taxonomyId=3024
  • Each file that Informatica Cloud accesses serves multiple purposes Waterfall approach ensures data quality
  • Upsert the Billing data (two parents – SubCode and Product; may or may not have a parent) Export the Billing data that’s orphaned Add the necessary parent records Update the Billing Data that becomes parented
  • Rapid Integration questions: Why are we doing this? Define the goals up-front Cost benefit / business case? Where / how can we get the data? In another system today? Structured? Is the data quality high (enough)? Content Frequency / freshness What security and permissions apply? Public or Private model? Sharing rules How might this integration grow & change? Complex transformations (changes) Different schedules or flows
  • Rapid Salesforce expansion led to many additional fields Long timelines/constrained resources to expand IT replication Knowledge of SQL required to access replicated data No ability to automate extracts outside of IT department Multiple business-managed reporting databases and ad-hoc reports required data Led to many ad-hoc exports via data loader
  • Informatica Cloud data replication as a service Visit http:www.informaticacloud.com for more information.
  • For more Informatica Cloud customer profiles, visit: http://www.informaticacloud.com/customers/customer-profiles.html
  • Dreamforce 2010: Sales Cloud Integration: Accelerate CRM Adoption and ROI

    1. 1. Sales Cloud Integration: Accelerate Adoption and ROI Matt Brady, TransUnion Zach Bacon, LifeTime Fitness John Hoefnagels, Toshiba
    2. 2. Session Summary <ul><li>Abstract: Are you struggling to deliver sales visibility into orders? Or billing information from your back-office systems? Are your sales reps still keying information into multiple systems? Did you think integration was only for IT? This session, presented by Informatica, will introduce self-service integration approaches for application owners, sales operations, and administrators. Join us for a hands-on lesson featuring Informatica Cloud customers who have increased Salesforce adoption and accelerated revenue growth, thanks to easy-to-use cloud integration services. </li></ul><ul><li>Moderator: Darren Cunningham, VP Marketing, Informatica </li></ul>
    3. 3. Introducing Informatica Cloud www.informaticacloud.com True SaaS Integration Proven Customer Success Designed for Line of Business Users
    4. 4. Integration Drives Cloud Application Success Greater Adoption More Business Value Stronger Connection
    5. 5. Session Objectives: <ul><li>Understand how the right approach to integration can accelerate Salesforce adoption and success </li></ul><ul><li>Learn from 3 enterprise Salesforce customers about how they’ve approached integration outside of IT </li></ul><ul><li>Gain 2-3 best integration best practices that can help improve Business / IT alignment and collaboration </li></ul>
    6. 6. Matt Brady Director, Sales Automation TransUnion
    7. 7. Who We Are TransUnion is a global leader in credit and information management. For more than 30 years, we have worked with businesses and consumers to gather, analyze and deliver the critical information needed to build strong economies throughout the world. <ul><ul><li>INDUSTRY : Financial Services </li></ul></ul><ul><ul><li>EMPLOYEES : 3,000 </li></ul></ul><ul><ul><li>GEOGRAPHY : Global </li></ul></ul><ul><ul><li># USERS : 625 </li></ul></ul><ul><ul><li>PRODUCT(S) USED : </li></ul></ul><ul><ul><ul><li>Sales Cloud (Marketing, Sales, Analytics, Workflow) </li></ul></ul></ul><ul><ul><ul><li>Service Cloud (Call Center, Customer Portal, Email, Partner Portal, SF-to-SF, Community) </li></ul></ul></ul><ul><ul><ul><li>Custom Cloud (Apex, VisualForce, Sites, Content, numerous custom applications) </li></ul></ul></ul>
    8. 8. Summary <ul><li>Integration scenarios within TransUnion: </li></ul><ul><li>Users : employee profiles showing activities, expertise </li></ul><ul><li>Campaigns : response data shared with Marketing </li></ul><ul><li>Contacts : collateral distribution list shared with IT </li></ul><ul><li>Billings : invoice data showing MTD actuals </li></ul>#1 #2
    9. 9. Scenario <ul><li>Sales launched Salesforce.com in Sp’2006 </li></ul><ul><li>HR launched SuccessFactors.com in Sp’2010 </li></ul><ul><li>Sales wants “one system” to manage all information! </li></ul><ul><li>Admins wondering how Chatter profile adds value? </li></ul>#1
    10. 10. Strategy <ul><li>Salesforce (InTouch) for “real-time” information </li></ul><ul><ul><li>Opportunities </li></ul></ul><ul><ul><li>Groups </li></ul></ul><ul><ul><li>Discussions </li></ul></ul><ul><li>SuccessFactors (Compass) for “long-term” information </li></ul><ul><ul><li>Experience </li></ul></ul><ul><ul><li>Education </li></ul></ul><ul><ul><li>Interests </li></ul></ul>
    11. 11. Solution <ul><li>Exporting the User table on a daily basis </li></ul><ul><ul><li>Custom field for “InTouch user profile” URL </li></ul></ul><ul><li>Updating the User table with Employee data </li></ul><ul><ul><li>Custom field for “Compass associate profile” URL </li></ul></ul><ul><li>Displaying link on User mini page layout </li></ul>
    12. 12. Architecture Informatica Cloud InTouch Compass User Employee TransUnion Employee User
    13. 13. Result
    14. 14. Scenario <ul><li>Sales needed invoice data showing MTD actuals </li></ul><ul><li>IT data warehouse took hours to compile desired report </li></ul>#2
    15. 15. Result  One system  Secure  Real-time
    16. 16. Recommendations <ul><li>Why are we doing this? </li></ul><ul><li>Where / how can we get the data? </li></ul><ul><li>Is the data quality high (enough)? </li></ul><ul><li>What security and permissions apply? </li></ul><ul><li>How might this integration grow & change? </li></ul>
    17. 17. Zach Bacon Sr. Mgr Business App Delivery, Life Time Fitness
    18. 18. Who We Are? <ul><ul><li>Publicly-traded (NYSE:LTM) Healthy Way of Life company based in Chanhassen, Minnesota. </li></ul></ul><ul><ul><li>Designs and operates distinctive, multi-use sports, professional fitness, family recreation and spa/resort centers that help members lead healthy and active lives. </li></ul></ul><ul><ul><li>89 centers in 19 states and 24 markets </li></ul></ul><ul><ul><li>Annual revenues in excess of $800 million </li></ul></ul>
    19. 19. Salesforce at Life Time Fitness <ul><li>Today: +4M leads in Salesforce </li></ul><ul><li>B2B implementation in 2005 </li></ul><ul><ul><li>30 users </li></ul></ul><ul><li>B2C implementation in 2008 </li></ul><ul><ul><li>800 users, 1000 as of 2010 </li></ul></ul><ul><ul><li>Replaced struggling Siebel CRM implementation </li></ul></ul><ul><li>Started with Lead Management and SFA for Membership Sales </li></ul><ul><ul><li>Expanded to General Managers, Club Business Administrators, Dues Collection Department, and pilots in Personal Training staff </li></ul></ul><ul><li>IT-supported Integrations into legacy Member Management System and Enterprise Data Warehouse/Cognos </li></ul>
    20. 20. Bottleneck: Agility and Availability <ul><li>The Challenge: How can we quickly make the right data available to the right people in an automated and accessible fashion? </li></ul>SQL Knowledge Required Multiple Business-Management Databases No Extract Automation Outside of IT Rapid Expansion = Many New Fields Constrained IT Resources
    21. 21. The Result… <ul><li>Many ad-hoc exports via the data loader </li></ul>
    22. 22. The Solution: Informatica Cloud <ul><li>Business-managed </li></ul><ul><li>Point-and-click replication and exports (vs. API-based replication) </li></ul><ul><li>Variety of endpoints – csv, FTP, SQL </li></ul><ul><li>Easy automation and setup (<10 minutes, vs. months…) </li></ul>www.InformaticaCloud.com
    23. 23. Results: Massive Improvements in Agility, Accessibility, and Time Savings <ul><li>Daily replication into business-managed reporting databases </li></ul><ul><li>One-click initiation of multi-object extracts for list generation or import into other systems </li></ul><ul><li>Direct placement of CSV files on vendor FTP sites for list scrubbing </li></ul><ul><li>Fast setup for any business unit requiring data exports from either Salesforce instance (B2C or B2B) </li></ul>
    24. 24. Results: Massive Improvements in Agility, Accessibility, and Time Savings <ul><li>Daily replication into business-managed reporting databases </li></ul><ul><li>One-click initiation of multi-object extracts for list generation or import into other systems </li></ul><ul><li>Direct placement of CSV files on vendor FTP sites for list scrubbing </li></ul><ul><li>Fast setup for any business unit requiring data exports from either Salesforce instance (B2C or B2B) </li></ul>No More Bottleneck, No More Manual Extract/Compilation
    25. 25. <ul><li>Start small – don’t boil the ocean </li></ul><ul><li>ONE (business) system owner to coordinate job creation and troubleshoot </li></ul><ul><li>Use cloud data integration to move TOWARDS “One Version of the Truth” </li></ul><ul><ul><li>Not to proliferate redundant data sources </li></ul></ul><ul><li>Become the “Path of Least Resistance” to avoid rogue integrations (via Data Loader) by impatient business units </li></ul><ul><li>Keep an open relationship with IT </li></ul><ul><ul><li>It’s not a competition! You’re taking work off their shoulders (that they may not want anyway!) </li></ul></ul>Recommendations IT Business Manager
    26. 26. <ul><li>Continue to consolidate onto two paths: </li></ul><ul><li>Offload standardized and static jobs onto IT </li></ul><ul><li>Certain lead lists are still generated outside of Salesforce </li></ul><ul><ul><li>Use Informatica Cloud to get them INTO to Salesforce </li></ul></ul>Future Plans IT Replication Self-Service Data Replication
    27. 27. John Hoefnagels Business Systems and Process Manager TABS
    28. 28. Toshiba America Business Solutions, Inc. TABS is a sales, marketing, service support and toner manufacturing company for copiers, facsimiles, multi-function printing products, and network controllers in the United States, Latin America, South America and the Caribbean. Employees: - approx. 3,500 TABS FY09Annual Budgeted Sales: $1.06 BILLION #SFDC USERS: 800+ North America #Subsidiaries: 13 US, 6 Int. TPD Toner Products Division. Based in Mitchell, S.D., TABS-TPD is the largest of three toner manufacturing facilities owned by Toshiba. EID Electronic Imaging Division Sales, marketing and service support for office products and document solutions TBS Toshiba Business Solutions Wholly-owned subsidiary corporation of TABS, that operates a network of wholly owned office equipment dealers throughout the United States DSE Document Solutions Engineering Leading research and development of innovative solutions for office products
    29. 29. The Challenges We Faced <ul><li>Needed to quickly integrate Salesforce.com with a variety of sources (on premise systems and 3 rd party) </li></ul><ul><ul><li>ERP system data: customers, machines, service histories, etc. Outside information: legacy CRM data and lease agreement details. </li></ul></ul><ul><li>Very short timeframe to implement a solution </li></ul><ul><ul><li>Days vs. weeks </li></ul></ul><ul><li>In house IT resources could not match our timeframe </li></ul>
    30. 30. Choosing the Right Solution <ul><li>The business team reviewed the following integration options: </li></ul><ul><ul><li>Cast Iron, Pervasive and Informatica Cloud </li></ul></ul><ul><li>After deciding Informatica provided the best solution from the LOB perspective, IT engaged to evaluate technical side </li></ul><ul><ul><li>Looked at Informatica, Oracle Fusion and custom-built solution </li></ul></ul><ul><li>Both the Business and IT agreed Informatica Cloud was the best solution </li></ul>
    31. 31. What Informatica Cloud Helped Us Achieve <ul><li>Sales reps had to go to multiple sources in order to gather the information needed to manage their accounts </li></ul><ul><ul><li>Oracle ERP, Tesseract, 3 rd Party lease companies, TABS legacy “SFA” system, etc. </li></ul></ul><ul><li>Customer related data was updated daily but inaccurate; other data manually gathered as time permitted </li></ul>Today Historically <ul><li>Single view of all needed data </li></ul><ul><li>Able to fully import all of our legacy CRM data (18 different databases) </li></ul><ul><li>Hourly updates (ERP systems data) </li></ul><ul><li>Weekly updates (leasing) </li></ul><ul><li>Ability to quickly make adjustments to data integration process without IT involvement </li></ul>
    32. 32. Salesforce – Single View of Data from Various Sources
    33. 33. Salesforce – Single View of Data from Various Sources
    34. 34. Informatica Cloud: CRM Data Integration, Record Maintenance, and more…
    35. 35. Informatica Cloud: Used to Schedule Repeatable Processes or for “Real Time Transformation”
    36. 36. Data Mapping: “Drag & Drop”, Transformation Coding, “Database Lookups”, even an Instant Validation Tool!
    37. 37. The Payoff: Higher CRM Activity = Increased Rev <ul><ul><li>Salesforce pilot in July  Initial revenue increase </li></ul></ul><ul><ul><li>Informatica Cloud implemented in September </li></ul></ul><ul><ul><ul><li>Efficiency soared as sales reps were able to see all the information they wanted in one place. They could spend their time selling rather than searching high and low for what they needed! </li></ul></ul></ul>
    38. 38. We are just getting started…
    39. 39. Informatica Cloud – Future State
    40. 40. <ul><li>Greater collaboration between the business and IT </li></ul><ul><ul><li>Simplifies process and empowers business users to quickly tackle integration projects </li></ul></ul><ul><ul><ul><li>Allows you to fully take advantage of Salesforce’s simple configuration platform </li></ul></ul></ul><ul><ul><li>Initially brought in by the business, Informatica Cloud is now being used by our IT group </li></ul></ul><ul><ul><li>Toshiba Corporate in Japan is also evaluating the cloud solution for possible rollout to other Toshiba companies </li></ul></ul>Results: Integration No Longer Just for IT www.informaticacloud.com IT Developer Business Manager SaaS Administrator
    41. 41. Discussion <ul><li>Matt Brady, TransUnion </li></ul><ul><li>Zach Bacon, Life Time Fitness </li></ul><ul><li>John Hoefnagels, Toshiba </li></ul>www.InformaticaCloud.com Booth 500
    42. 42. Thank You http://www.InformaticaCloud.com